Campari's New Cynar Flavor Shows Americans Why Bitter is Better

From the aperitivo to amari, Italian drink culture is invading America. And Campari America is mounting a campaign in the battle for bitter with Cynar 70 Proof. Cynar 70 Proof is double the intensity and proof of original Cynar, the bartender-beloved bittersweet artichoke liqueur. This higher proof twist on the classic artichoke liqueur is meant to be enjoyed as an after dinner drink either chilled, on the rocks, or as a higher-proof shot than the 35 proof original. 'It's extremely mixable,' said Pamela Wiznitzer, President of the New York City chapter of the United States Bartenders Guild. 'The bitterness allows a bartender to balance cocktails better.' Like its older sibling, Cynar 70 Proof is crafted from the same secret recipe of 13 infused herbs and plants. The liqueur carries distinctive herbal qualities married with hints of dried fruit and rounded by caramel smoothness. The result is a pleasant woody and caramel bitter taste. According to Campari, the spirit's distinct flavor - and dark amber-brown color with reddish tones - is achieved through a two-stage process of infusion and blending with a higher alcohol content to achieve a more pronounced flavor profile than the original Cynar. According to Kindred Cocktails, some popular cocktails containing Cynar are the Cin-Cyn which mixes Cynar with Gin, Sweet vermouth, Peychaud's Bitters and Orange, as well as the Avioncito which combines Cynar with Zucca, Tequila and Lime juice. Another option is the Padded Thai containing, Gin, Cynar, Ginger liqueur and drinking vinegar. Cynar has become just one in a select group of Italian spirits and liqueurs, including Campari, Aperol, Averna and Braulio, finding newfound favor with consumers and mixologists in the U.S. 'Bitter is a learned behavior,' said Wiznitzer. 'You have to train your palette to truly appreciate it. And that is what Americans are doing. American drinkers want to be challenged.'

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